On International Hashtag Day, how did # Change Mobiles?
The first hashtag on Twitter was posted on 23rd August 2007 by social technology expert Chris Messina, who wanted a way to group conversations on the platform and make them searchable. After dropping by the Twitter headquarters to discuss his idea, hashtags finally took off after his friend, Nate Ritter, used #sandiegofire to keep track of tweets being shared across San Diego about a wildfire. Locals responded well to this and Twitter saw the potential value of allowing users to search for topics.
In 2009, Twitter added an automatic search tool for users to comb the platform for specific hashtags and easily find the right content for them. Through grouping conversations together, users could scroll through subjects relevant to them at greater speed and build online communities around their hobbies, beloved sports teams and favourite artists. Hashtags could also group together those in an event and assist people directly in real-time.
As the potential of hashtags grew, mobile technology got behind it to create revenue.
How mobile operators have utilised hashtags
Hashtags have had a significant impact on mobile technology, as while hashtags don’t directly generate revenue, they play a role in driving behaviours that do.
In the event of a disastrous event, users can find out more information and use it to protect themselves and their property. While there can be a lot of speculative posts, tech-savvy emergency services can utilise social media and use hashtags to advise locals.
During major planned events, such as an award show, hashtags drive discussions which can lead to an increase in viewers. For example, the 2022 Oscars saw a significant increase in viewing figures after actor Will Smith slapped presenter Chris Rock on stage. As #Oscarsslap spread on social media, it was reported that 555,000 extra viewers tuned into the live broadcast, boosting falling viewing figures for the annual event.
From the Oscars to everyday hobbies, by connecting netizens to topics that interest them, users stay online for longer which exposes them to more adverts and their data consumption increases.
Mobile operators work with social media platforms to offer targeted adverts based on trending hashtags, which also increases data consumption. Sometimes controversially, mobile operators can earn money from providing data insights to brands running hashtag campaigns.
On mobile social media apps such as Twitter, Instagram and TikTok, hashtags have become essential for user interaction, which gives brands valuable feedback into customer reactions. Hashtags also facilitate campaigns, challenges and trends like the 2014 #ShareACoke led by Coca-Cola. Following the sale of personalised Coke bottles, users were encouraged to pose with a bottle which had their name on it and share the photo with the #ShareACoke, gaining over 612,000 posts on instagram.
Hashtags connect mobile users from all around the world
However, some hashtags have been banned for promoting harmful or dangerous content, spreading misinformation, spam and even recruiting for terrorism or organising criminal activities.
Due to such content, the internet is often described as a place where hatred is amplified. Yet according to Influencer Marketing Hub, ‘love’ has reached the most hashtags of all, standing at two billion. Following this are hashtags such as #Photooftheday #Fitness #Dogsofinstagram and #Foodie.
"I’m more interested in the impact that the hashtag has had in changing the ways we communicate, rather than any recognition for inventing it,” Chris Messina said. “I love that it has become a symbol that people use around the world to connect, organise and express themselves."
To paraphrase Colin Firth, perhaps #love actually is all around.
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